During the earliest days of the Covid lockdown, Cadillac wanted a way to engage with their audience. Since everybody was confined indoors, we proposed gaming as the way to do just that, since there was a huge boom in gaming in 2020. Additionally, we found that there was already a niche, but passionate, Cadillac audience in Forza; so we aimed to make Cadillac the first automotive brand to show up and directly engage with their audience through gaming platforms.

In 2020, we launched the Cadillac Gaming Club. This started as a zero-dollar idea, and it brought General Motors designers and marketers into the same space with their fans and customers. As the club started to gain traction, we partnered with some of the biggest Forza influencers, like AR12Gaming and others, to promote the club, give audiences a sneak-peek at upcoming plans, unlock surprise car giveaways, and host design challenges and group racing events.

Within the first month, the Cadillac Gaming Club amassed over 5k members. Social was flooded with submitted Cadillac designs and racing footage, which also brought Cadillac to the forefront in a space where they previously were overshadowed by their competitors.